8 Seconds To Score
I noticed this post in email Insider regarding effective marketing emails.
Here’s the kernel:
"Studies show that subscribers will spend just eight seconds on most messages before clicking through or navigating away. Your emails will drive the most dollars if you take on the eight-second challenge and use that time (or even better, less time than that!) to answer your subscribers’ three biggest questions definitively, ideally in the preview pane:
1. What is this email about?
2. Why should a subscriber care about it?
3. What should a subscriber do about it?"
Eight seconds to score.
Look critically at a few of your recent fundraising emails and action alerts. Can they meet that test?
Tom
2 responses to “8 Seconds To Score”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer
Is effective nonprofit email marketing about “fundraising emails,” or is effective email marketing about establishing relationships with your donors/potential donors – truly engaging them in your mission?
Success is measurable, believe it or not. A marketing message needs 3 three components to increase it’s likeliness of success. Warning!!!! Creative thinking required!!!
Take the test to where it counts. Answer these three questions.
1. What is meaningful and unique about this email?
2. What is the overt benefit to the subscriber?
3. What is the promise and proof if they take action?
If you can you provide meaningful and unique, overt benefit, promise and proof then the chances of success double.